Apple recently announced a range of artificial intelligence features, including opening up Apple Intelligence's technology, in a modest update of its software and services. The focus at its annual Worldwide Developers Conference was on incremental developments, such as live translations for phone calls, that aim to enhance everyday life rather than grand AI ambitions like those of its competitors.

After failing to deliver AI-based upgrades to products like Siri last year, Apple kept its AI promises low-key this time around. The company emphasized that AI could assist with tasks like locating where to purchase a jacket similar to one seen online.

Apple hinted at a strategy to offer its tools to developers in addition to those from rivals, similar to Microsoft's recent approach. Craig Federighi, Apple's software chief, mentioned that the company will provide both its own and OpenAI's code completion tools in its main developer software. Additionally, Apple is opening up its foundational AI model to third-party developers.

While Apple's presentations focused on back-end developments, the company faces technical and regulatory challenges as it begins its software developer conference. The stock price of Apple dropped 1.2 percent following the event.

Apple's executives stated that developers will only have access to Apple's on-device version of Apple Intelligence, which is less sophisticated than cloud-based models. The company also plans a design overhaul of all its operating systems, introducing a new design language called 'Liquid Glass.'

Some analysts believe that Apple's decision to bring familiar Mac features to the iPad could signal a shift in the devices the company markets to consumers. In addition to these updates, Apple introduced features like 'Call Screening' and live translation for phone calls, aiming to enhance user experience.